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Get to Know…Theory

Founder and most recently retired CEO of Theory, Andrew Rosen, is a third generation garment industry entrepreneur who began his fashion career in 1977 alongside family at Puritan Fashions, launched by his grandfather. From there Rosen went on to gain invaluable experience at major fashion houses. In 1997 the time had come for Rosen to disrupt the industry with the first of its kind high-end contemporary fashion label–Theory.

Theory founder Andrew Rosen revolutionized the category of modern clothing.

Andrew Rosen launched his contemporary fashion label, Theory, in 1997.

Theory is a leader in revolutionizing the contemporary market, balancing luxury with accessibility for both women’s and men’s fashion. The brand focuses on simple, yet precisely tailored silhouettes made from high-quality fabrics and materials and quickly became known for its collections of elevated essentials, also known as the new “urban uniform,” quite fitting for the New York based brand. With a global presence spanning across Europe, Asia and North America, the contemporary label brought their first Texas store front right here to Highland Park Village in spring 2016.

The Theory boutique opened in Highland Park Village in 2016.

Theory opened its first Texas boutique in Highland Park Village in 2016.

The great success and popularity of Theory’s styles led Rosen to be named a visionary and mentor, partnering to launch other well-known contemporary brands such as Rag & Bone and Alice + Olivia. Rosen is an active supporter of the CFDA Vogue Fashion Fund and endowed scholarships to New York City’s FIT, and in 2013 he also spearheaded the Fashion Manufacturing Initiative to invest in and guarantee the future of garment factories in Manhattan.

Theory changed the way American women dress by acknowledging the need for clothes that not only fit well but are also comfortable. Rosen was innovative with his choice of materials and began incorporating Lycra into Theory’s core styles to provide extra comfort that dramatically improved clothes performance. The line is not only stylish but designed to be worn to the office, out to dinner, on the weekend and everything in between.


Focused on sustainable suiting, Theory most recently launched the Good Linen Collection.

Currently on the horizon for this marketplace phenomenon is Good Linen, the latest collection that focuses on sustainable suiting through eco-conscious fabrics. Theory’s Good Linen is an eco-friendly reinvention of staples with signature stretch linen blend has been updated and is now produced with certified organic linen, cotton, viscose, and eco-smart elastane. The 28 piece men’s and women’s collection consists of updated classics such as tailored pants, blazers, shirts, and shift dresses. Good Linen is an eco-friendly reinvention of Theory staples.


Shop the new, eco-conscious Good Linen Collection at the Highland Park Village Theory boutique today.

To shop Theory’s new Good Linen collection and modern edit of elevated essentials and accessories, visit the store in Highland Park Village.